LA Digital Boot Camp Welcome/Opening Presentation (Greg Sterling, LSA)

Local Search Association

April 19, 2015

TheLSA.org

What Is the LSA?

• Trade association with 300+ members in 28 countries

• Originally the yellow pages association

• Members include traditional and digital media companies facilitating local transactions between merchants (large and small) and consumers

• Most of presenters here today are members

• Focused on research, education, advocacy, events and partnerships

What Is the LSA?

• Local Search Association, Search Engine Land

• Impact of digital media on offline consumer behavior

• Search, location, mobile, social + indoor location

• Since 2000

• Twitter: @gsterling

LSA VP Strategy & Insights

Who Am I?

• Successful digital marketing strategy

• Common mistakes and how to avoid

• Breakouts: websites + SEO, paid search, social media

• Networking lunch

• Mobile search: what you need to know

• Your questions

• Breakouts: Reputation, email marketing, Facebook ads

• Understanding what’s working

• DIY vs. DIFM – Do or Do Not

• Giveaways

Program Today

• Market is confusing and noisy

• Need for reliable information/education

• Provide direct access to companies

• No sales pitches from the stage

• Experiment for LSA

What Are We Trying to Do?

Source: Scott Brinker, Chief MarTech

Fragmentation

More Screens

66.6 7.2

2013 2014 2015

Source: Thrive Analytics, “Local Pulse Surveys”, June 2013, January 2014 & 2015.

Avg. number of media types currently used in marketing efforts

More Channels/Media Being Used

27%38% 46% 45% 43% 51%

73%62% 54% 55% 57% 49%

Less than 1year

1-3 years 3-6 years 6-10 years 10-15 years 15+ years

Traditional Media Digital Media

Source: Thrive Analytics, “Local Pulse Survey”, January 2015.

Media Mix by Tenure of Business

Newer Businesses More D-Focused

40%

37%

33%

21% Not Enough Time

Not Enough Knowledge orExpertiseAd Budget Not LargeEnoughNot Enough Resources toHire Dedicated Personnel

Source: Thrive Analytics, “Local Pulse Survey” January 2015.

Biggest challenges with online/digital marketing

Business Owner Challenges

Less than 1 year 1-3 years 3-6 years 6-10 years 10-15 years 15+ years

Online content creation 26% 18% 18% 13% 16% 9%

Search engine optimization (e.g., visibility in Google results) 25% 33% 29% 31% 29% 18%

Getting our listings information or content to all the various search and

directory sites online25% 23% 22% 20% 21% 17%

Paid search advertising (e.g., Google AdWords) 21% 20% 16% 13% 16% 12%

Facebook and/or social media marketing 21% 22% 24% 33% 22% 22%

Company Website- Ecommerce 21% 21% 14% 19% 22% 24%Mobile marketing 18% 15% 20% 13% 14% 15%

Online display/banner advertising 16% 18% 12% 15% 12% 8%

Loyalty marketing 16% 18% 19% 14% 18% 11%

Traditional media (direct mail, yellow pages, newspaper, TV, radio) 14% 17% 17% 13% 18% 14%

Reputation monitoring and review generation 14% 15% 11% 16% 12% 10%

Deals/promotions/coupons 11% 18% 12% 14% 10% 10%

Areas Businesses Need the Most Help by Tenure of Business

Source: Thrive Analytics, “Local Pulse Survey”. January 2015.

Top 2 areas.

Where Business Owners Need Help

Now: A Little about You

Attendee Headcount

Industries Represented• Child Care• Construction• Consulting• Education • Financial Services/Insurance• Health and Beauty• Internet/Technology• Legal• Media & Publishing• Medical and dental• Other Professional Services• Real Estate• Restaurant• Retail• Tax/Accounting• Trade services/Home Improvement

Years in Business

Marketing Budgets

Most Don’t Work with Agency/Consultant

1. Social media2. Email marketing3. SEO4. Blog/content marketing 5. Print handouts, newsletters or flyers6. Paid search marketing7. Print coupons/direct mail8. Online video9. Online directories10.Print newspaper

Top Marketing Channels

1. TV

2. Smartphone app

3. Newspaper site

4. Print yellow pages

5. Local radio

Least Used Channels

1. Social media

2. Email marketing (tied)

3. SEO

4. Paid search marketing

5. Blog/content marketing

Most Effective Channels

1. Sales2. Clicks to website (from search)3. Analytics dashboards4. Calls5. Ask customers how found 6. Repeat business

Tracking Effectiveness

Digital Marketing Satisfaction

Digital Marketing Savvy

Questions

There are so many mediums, how do I identify which is most effective for my type of business?

How do we avoid pitfalls and monetary waste in digital advertising?

What are the benefits of paid mobile advertising that you don't normally see in general web advertising?

Want to learn how to better increase email open rates and click-throughs

What SEO/marketing can be done internally and what is recommended to be done externally?

• Participate – ask questions!

• Speak to exhibitors

• Talk to each other

• Get contact information

• Stay until the end (prizes)

How to Get the Most Out of Today